CRM AT MARUTI LTD

Presented By:-
Manish Jain
Parul Kaushal
Piyush Goel
Puneet Garg
Ridhima Arora
WHAT IS CRM?
 CRM includes the
methodologies, technology
and capabilities that help
an enterprise to manage
customer relationships.
 The general purpose of
CRM is to enable
organizations to better
manage their customers
through the introduction of
reliable systems, processes
and procedures
WHY IS IT IMPORTANT ?
 “No matter what
business you're in,
unless your
customers are
happy you won't
succeed.”
CRM AT MARUTI
CRM AT MARUTI
 Servicing customers 24X7 ..... 365 days....
 Maruti Suzuki won 1st Position in Customer Satisfaction Survey
conducted by independent body, J.D.Power Asia Pacific. It is 9th time in
a row.
 Maruti created a land-mark in CRM by launching a website for the
customers in the year 1998.
 The company was first car company in India to launch a Call Centre in
the year 2000.
KEY INITIATIVES

 Car pickup & delivery facility for women car owners.

 Maruti also launched mission to promote safe driving
habits jointly with Institute of Driving Training and
Research.
 launched ‘Dil Se’- a special program for Indians
living abroad or NRIs, to facilitate them to gift
Maruti cars online to friends and relatives at home.
 Online club ‘Swift Life’ is made for all Swift owners.
“EXPRESS SERVICE BAYS” & “2- TECHNICIANS
BAYS”
 As the name suggests the company
set out to delight its customers by
offering them faster car service by
introducing new concepts such as
Express Service Bays & 2-
Technicians Bays
 These are done for customers who
are hard pressed for time.
 Both the initiatives undertaken in
this direction have helped improve
customer interface and also helped
increase the productivity and
capacity of existing workshops.
MEGA CAMPS

 company aggressively conducts 'Mega

Camps' throughout the country round
the year.
 Apart from mega camps workshop
camps like A/C checkup camps, PUC
and general check-up camps, Locality
camps , Pre monsoon camps etc are
also regularly conducted as part of
customer connect initiatives.
 MARUTI AUTO CARD
It is called Loyalty-cum Reward Program in
order to:
 Retain old and make new customers
 Provide special privileges and benefits
 Sell Mruti accessories, finance, insurance
 Crate edge over competitors

 Provides Rewards at
 Maruti Suzuki dealers and at workshops
 Purchase of lubricant and fuel at IOC
 Shopping/entertainment through Autocard

 Value of 1 Auto Point earned: re.1.00/-

SERVICE AT DOOR STEP THROUGH MARUTI MOBILE SUPPORT

 Maruti Mobile Support is

a first of it's kind initiative
and is expected not only to
help the company reach
out customers in metro
cities but also as a mean to
reach semi urban /rural
areas where setting up of
new workshop may not be
viable
 MARUTI TRUE VALUE OUTLET
Maruti has aided customers by providing them the facility to bring their vehicle
to a 'Maruti True Value' outlet and exchange it for a new car, by paying the
difference. They are offered loyalty discounts in return. This helps them retain
the customer.
MARUTI ON ROAD SERVICES
The MOS ensures:

• Round-the-clock services in most of the cities

• A computerized call-monitoring system dispatches a mobile MOS van to
the customer at the earliest
• All MOS vans are managed by qualified Maruti Authorized Dealers /
MASS technicians who are trained by Maruti in problem diagnosis
• The customer are charged only Rs.100 on labor and spares
CAR SAFETY DEVICE:
IMMOBILIZER
 The company used technology
to meet customer needs and
even delight them. Following
feedback that the company's
cars were more prone to theft
owing to their resale value, the
company worked on an anti-
theft immobilizer or "I-Cats;"
system for all its new cars.
OBJECTIVES OF CRM AT MARUTI ARE:-

 To identify customer success factor.

 To create customer based culture.
 To adopt customer based measures.
 To develop an end-to-end process to serve customers.
 To provide solutions to customer for the problems faced by them.
 To track all aspects of selling to customers as well as customer support.
ARCHITECTURE OF CRM AT MARUTI
 There are three parts of application architecture of CRM at Maruti :-
 Operational CRM:- automation to the basic business
processes(marketing, sales, service)
 Analytical CRM :- support to analyze customer behavior, implement
business intelligence .
 Collaborative CRM:- ensures the contact with customers (phone, email,
post, fax, web, sms, in person)
OPERATIONAL CRM AT MARUTI

The operational part of CRM typically involves three general areas of
business at Maruti:-
 Sales Force Automation(SFA):-
It includes the critical sales and sales force management functions of maruti.
 Customer Service and Support (CSS):-
CSS at Maruti automates the service requests, complaints, product returns, and
information requests through the help of “Customer Intraction Center(CIC)”.
 Enterprise Marketing Automation(EMA):-
EMA of company provides information about business environment including
competitors of Maruti.
ANALYTICAL CRM
 In analytical CRM, data gathered within operational CRM or other
sources are analyzed to segment customer or to identify potential to
enhance client relationship.
 Acquisition:- cross sell, up-sell.
 Retention :- Retaining customers due to maturity or attrition.
 Information:- providing timely and regular information to customers
about Maruti.
 Modification:- Altering details about the transactional nature of
customer relationship.
COLLABORATIVE CRM
 Collaborative CRM facilitates interaction with customer through all
channels(personal, fax , phone, email)
 Collaborative CRM provides following benefits:-
 Enables efficient productive customer interaction across all
communication channels.
 Enables web collaboration to reduce customer service cost .
 Integrates call-centers enabling multi-channel personal customer
interaction.
 Integrates view of the customer while interaction at the transactional
level.